We have written about the often overlooked part of an eCommerce DTC user flow - package inserts. The importance of tracking and improving the k-factor of your purchase can mean the difference between a successful marketing strategy and one that is just purely a cost. If you are a subscriber to our newsletter, you will remember the write up below as we profiled it in our creative of the week.
We thought it might be helpful to provide it on our site as well for easier shareability.
Criquet's Black Friday ads worked and caused me to buy a long sleeved polo shirt. A typically risky endeavor as at 6' 6", online clothing brands rarely make long-sleeved shirts long enough. But the shirt fit!
Even better, Criquet showcased how a little bit of effort can do wonders for brand building.
Included in the package was their "Terms & Conditions" sheet. (Pictured above.) Not knowing much about the brand, the page caught my attention as rarely do clothing companies have Terms. Then their copy entices you to take a moment and read all 17 of them.
The cost of this package insert is ink, paper, and the one-time sunk cost of hiring a copywriter for a day to write this. But the return is HUGE. I now know that this isn't just another clothing company, it has wit and authenticity. My long sleeve polo feels just a touch cooler when I wear it.
Even better, when removing the tag that looked remarkably similar to a coaster, it featured a whiskey sour recipe. This brand now feels like I got invited to the lakehouse of the cool-kid-in-highschool for a summer barbeque.
In October, we wrote about the power these type of inserts can have on a brand's marketing efforts. Derek Sivers, who sold CD Baby in 2008, remarks that a similarly toned email was the most "successful" he has ever written.
"That one goofy email created thousands of new customers...But please know that it’s often the tiny details that really thrill people enough to make them tell all their friends about you."
What is your "goofy" email or insert for your brand? How can your brand keep the sale going after the purchase?